Responses by Ashton Design.

Background: The purpose of this project is to capture the creative spirit of Hyattsville, Maryland, and create an energized living space that celebrates individuality and community. The Six offers state-of-the-art, thoughtfully designed apartments that inspire residents to lead fulfilling lives while fostering strong local connections. The target audience includes young creative professionals, both as singles and families, who are excited about Hyattsville’s diverse offerings. These residents are looking for a vibrant environment that encourages creativity and growth.

Design thinking: The name “The Six” was inspired by the six historic neighborhoods of Hyattsville, honoring the area’s rich history while celebrating its vibrant community. The logo draws inspiration from the concept of a blank canvas, visually symbolizing the endless opportunities The Six offers its residents, while aligning with the project’s artistic theme. We also took inspiration from the name to create The Six Rules to Live By, a campaign that emphasized the lifestyle the property cultivates. This set of six distinct messages was integrated into leasing materials, the website, construction banners and throughout the physical space, reinforcing the spirit of community and connection. The signage and environmental graphics were designed to curate inviting and memorable touchpoints that foster meaningful moments of connection—connecting visitors with The Six, Hyattsville and one another.

Challenges: The sheer scale of the project. With more than 650 signs to design and manage, ensuring every detail was precise and flawlessly executed was a significant undertaking.

Favorite details: We take the greatest pride in the cohesive story this project tells. From the naming and logo to the signage, every touchpoint reflects our brand vision, ensuring that each design choice contributes to creating an environment that enhances the lifestyle of our target audience.

Visual influences: Driven by our desire to craft a creative and artistic aesthetic, we drew significant inspiration from art galleries and museums, as well as their brand identities. We aimed for a clean, simple, graphic and straightforward design that reflected the essence of these cultural spaces.

Time constraints: In a post-COVID world, the lead time for materials has significantly increased, presenting challenges in selecting materials for the signage of this project. With more limited options, we had to get creative in finding solutions to make the available materials work effectively within our schedule.

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